The present research proposal studies the Ecuadorian homosexual subculture with the
objective of finding out how gender, consumer subculture, images, texts and objects in
consumer culture are related. The research that is carried out is basically, descriptive and
qualitative, using the netnographic method; adopt the social network Twitter as an
instrument to gather conversations of user publications groups of activists of the
Ecuadorian homosexual subculture. The result of the categorization and the classification
of the conversations reveals how the information is constructed and what is the objective
of the message in the audience that consume that information.
The main findings show common themes whose content are topics related to news,
human rights and gender equality. The conceptualization of the themes is constructed on
the consumption of information in social, cultural and political environments. The
cultural ideologies are based on the critical analysis of the techno-cultural discourse about
topics addressed in a recurrent manner. It is concluded that, the linking of images, texts
and objects in conversations provide significative information on the consumption
behavior of the homosexual subculture. Based on the results and findings, a model that
describes cultural factors of the homosexual subculture is proposed and the results in a
dynamic scheme that can help analyze and graph the flow of conversations that leads to
discover cultural elements, in order to react in a manner consistent with the environment
of minority subcultures.